European Stars And Stripes (Newspaper) - May 24, 1986, Darmstadt, Hesse                                Saturday May 24, 1986 the stars and stripes Page 17 Polaroid focuses on a new camera new York times w Ith All the fanfare Ola circus opening the Polaroid corp. Introduced new camera recently that it Hopes will recast its image and its prospects. Hurt in recent years by a shrinking Market Lor instant cameras and film. Polaroid is betting that Consumers will spend up to $225 Lor an instant camera that takes sharper and More vivid photos than its predecessors. The bet on the new Spectra camera and on a reorientation of the company toward a More affluent and sophisticated Market is hugely important for a company that depends on consumer instant cameras and films Lor 60 percent of its sales some 160 reporters and 90 investment analysts were on hand As Polaroid introduced the Spectra camera and film at the Century Plaza hotel in los Angeles. As music blared and dancers twirled Polaroid revealed a two Story walk through mock up of the new camera. Later cameras were passed out allowing reporters and analysts to snap photos of models hired Lor the occasion. We left it was Worth the Effort to make a major restatement of instant photography and to reposition instant photography in the eyes of the consumer William j. Mccune jr., chairman of Polaroid said As he nibbled on a croissant before the festivities began. Polaroid in fact plans a $30 million advertising Campaign to trumpet its new creation. The Spectra has such features As automatic focusing and a self timer. Pictures taken with it using new Spectra him Are sharper and More richly coloured than Polaroid prints have been in the past. They Are rectangular like 35mm prints and Polaroid says they Are comparable in Quality to photographs taken with inexpensive 35mm cameras. While the company Hopes the. Spectra will revitalize instant photography some Industry analysts Are sceptical. Peter j. Enderlin an analyst at Smith Barney Harris Upham & co., said sales of Polaroid cameras had been Hurt by the poor Quality of prints the bulkiness of the cameras and the High Cost of each print. While the Spectra will improve the Quality of the pictures it will not address the other two drawbacks Enderlin said. The first Polaroid was magic said Herbert Keppler publisher of Modem photography Magazine. But the system the Polaroid Spectra the vote Finden six plastic lenses four reflex mirrors and two prisms allow viewer to see subject through the Lens with perfect accuracy at six feet digital readouts appear in the viewfinder indicating go or cart lop conditions. Polaroid s profits turn up. Net income for years ended dec. 31, in millions of dollars $100 system control the operator can select automatic focusing a 12 second self timer and Tiller Flash to Combine natural and electronic Light. The film composed of 18 very thin layers that Are designed to record Blue Green and yellow Light the him uses both Dye Developer and special Dye release imaging to create color Quality. 20